Two days before the event, The Cars@Expo’s print ads were augmented with an additional call to action: Spin and win!
Readers were invited to scan a lucky draw wheel image using a web scanner that can be accessed through their mobile browser.
This leads them to a webpage where they can do a virtual spin of the wheel. Each spin is a sure win, with prizes ranging from shopping vouchers, magazine subscriptions, and event goodies.
After participants submitted their details, they received an email acknowledgment, which they could present at the redemption booth on site to claim their prize.
Meanwhile, during the event days themselves, scannable images were also placed around the exhibition area to also give visitors a chance to participate and win prizes, enhancing their on-site event experience.
This then fulfils the offline to online capabilities of the O2O Scan execution. With the simple action of scanning an image whether from the print ad or on-site, participants were led to an online engagement that involved gamification and resulted in both data collection and additional footfall to the event.